Peroni Nastro Azzurro, the UK's No.1 Italian premium lager, will make
shopping history on 15 March when it opens Emporio Peroni, a minimalist
boutique, at 202 Sloane Street, London SW1. The shop will be so
exclusive that no-one will be able to shop there -- window shopping only will
be permitted. Situated on one of the world's most stylish shopping
thoroughfares, the Sloane Street shop will sit comfortably alongside other
leading Italian brands such as Giorgio Armani, Gucci, Versace and Alberta
Ferretti.

The opening of the store is part of a high-impact global strategy to
announce the re-launch of Peroni Nastro Azzurro, the premium Italian beer
brand. Birra Peroni has made over its classic Italian blonde, Nastro Azzurro
with a new look including a sleeker, longer neck and new label. The light,
crisp and refreshing beer at 5.1% abv, will remain entirely unchanged.

&quot;Peroni Nastro's Azzurro's commitment to producing a genuine
product which is Italian in essence and of the utmost quality will also be
reflected by the shops carefully chosen proximity to other stylish Italian
brands. This also highlights that Peroni Nastro Azzurro is not simply a beer
brand but Italian style applied to beer&quot;, said Dario Paesano, Export Manager
for Birra Peroni (UK).

Italian celebrities will join their British counterparts at a party in
top people's store Harvey Nichols after the opening.

The launch of the new store coincides with the release of a sophisticated
cinema ad.

B-roll footage, duration 10 minutes approx, is expected to include the
following elements: